Huh? Wait…what? Putting things off instead of doing them now is horrible advice, right? Then why are you saying that you can’t start that new project, launch a product or do any marketing until after the holidays or until you know how things are going to go with the economy next year? There are lots of excuses for not marketing now: I’m busy with the holidays, you can’t reach anyone now, no one will make a decision until January anyway, etc.
Wrong! Lots of business is happening now, and it’s not just holiday shopping. Hoping for publicity for your business? The newspaper is still being published everyday, TV news is still broadcasting, radio shows and podcasts are looking for guests, and so on. They haven’t stopped for the holidays, and neither should you.
This is a good time to keep in touch with your customers, too. Let them know how much you appreciate their business. Send out personal notes instead of mass-produced holiday cards.
Put on a special–order by December 31st and get a special deal. After all, lots of businesses are looking for ways to spend leftover budget dollars before the end of the year, or to get a last-minute tax deduction.
If it’s hard to reach your potential customers during the holidays, then prepare for a push after the first of the year. Compile mailing lists, prepare materials, plan and strategize. If you wait until after the first of the year to even think about what you’re going to do, you will be that much further behind.
This is also a good time to review this year’s results and make plans for next year. And to review your expenses to see where you can cut and where more spending is justified.
If the holiday season is your busy season, you may think you don’t have time to market now—besides, you’ve got lots of business. Keep your business busy and successful by making sure you’ve always got marketing activities planned and ongoing to keep business in the pipeline.
Oh, and don’t forget to have a wonderful holiday season! Enjoy time with family and friends, and get ready for a great new year.